Western Michigan University ScholarWorks at WMU Master's Theses Graduate College 12-2014 A Study of the Symbolic Clothing Disposition Behaviors of Generation Y Patti A. Borrello Follow this and additional works at: https://scholarworks.wmich.edu/masters_theses Part of the American Studies Commons, Fashion Design Commons, and the Industrial and Product Design Commons Recommended Citation Borrello, Patti A., "A Study of the Symbolic Clothing Disposition Behaviors of Generation Y" (2014). Master's Theses. 539. https://scholarworks.wmich.edu/masters_theses/539 This Masters Thesis-Open Access is brought to you for free and open access by the Graduate College at ScholarWorks at WMU. It has been accepted for inclusion in Master's Theses by an authorized administrator of ScholarWorks at WMU. For more information, please contact [email protected]. A STUDY OF THE SYMBOLIC CLOTHING DISPOSITION BEHAVIORS OF GENERATION Y by Patti A. Borrello A thesis submitted to the Graduate College in partial fulfillment of the requirements for the Degree of Masters of Arts Family and Consumer Sciences Western Michigan University December 2014 Thesis Committee: Barbara Frazier, Ph.D., Chair Karen Blaisure, Ph.D. Zee-Sun Yun, Ph.D. A STUDY OF THE SYMBOLIC CLOTHING DISPOSITION BEHAVIORS OF GENERATION Y Patti A. Borrello, MA Western Michigan University, 2014 This qualitative study explored symbolic clothing disposition behaviors of Generation Y. The disposition of their wedding gowns was investigated using material possession attachment concepts. The study explored the following research questions: (1) What did Generation Y wedding gown owners do with their wedding gowns after the wedding?, (2) What disposition method was used and why the disposition method was chosen?, and (3) How is attachment to a wedding gowns related to the disposition method selected? Subjects were recruited using a non-probability, chain referral or snowball purposive approach. Within the broad categories of keeping and disposing of, many of the specific disposition behaviors described in the literature were found in these subjects, with additional previously undescribed behavior of storing without cleaning. The major drivers of disposition behavior were sentimental keeper, minimalist reducer, making money, helping others, damaged garment, lack of money, disappointment in garment, and artistic expression. Attachment to a garment was found to affect the disposition behavior, with higher level of attachment associated with keeping behaviors. Influencing factors of attachment included self-identity, mental energy, interpersonal ties, emotional attachment, condition of the garment, and cost. Copyright by Patti A. Borrello 2014 ACKNOWLEDGEMENTS I would like to thank my husband Joe for encouraging me to begin this journey to self-actualization with the simple phrase, “What would you do if you could do anything at all?” His encouragement to follow my dream and his endless support, not to mention his amazing editing and grammar skills, are just a few of the reasons I love him so. I dedicate this thesis to him. I would like to express my deepest gratitude to Dr. Barbara Frazier for her unlimited patience and unfailing support with my thesis. This research would not have been possible without her ideas, and guidance. Thank you for giving me the confidence and skills to produce quality work. I would like to thank Dr. Karen Blaisure for being on my thesis committee, for taking the time to read my work, and for her guidance. When I was lost and confused with how to proceed she would know just what to say to get me thinking in a new direction. I would also like to thank Dr. Zee-Sun Yun for being on my thesis committee and taking the time to read my work. I would also like to thank her for her encouragement over the years when I felt discouraged. I would also like to thank my sister Nancy Couillard for her help with this research. Her skills with transcription and willingness to do the transcriptions within minutes of the interviews made it easy for me to do the analysis of the research. I would also like to thank my good friend Terri Balogh for helping me with this paper. Thank you for learning how to be a coder and for being the second coder with this research. ii Acknowledgements - continued Your help was invaluable. I would like to thank my family and friends for posting my Facebook request for participants. Without you I would not have subjects to interview. I would especially like to thank Sarah Halstead and my daughter Kelly for their support and amazing network of friends for helping me to get the subjects for this study. I would also like to thank the Generation Y women who allowed me to interview them for this project, I am very grateful for your help. Lastly, I would like to thank my children, Kelly, Samuel, and Thomas for encouraging me to go back to college with them and for helping me with my work at school and at home. I am inspired by you to do my best. Patti A. Borrello iii TABLE OF CONTENTS ACKNOWLEDGEMENTS ii LIST OF TABLES viii CHAPTER I. INTRODUCTION 1 Significance of Study 2 II. BACKGROUND AND REVIEW OF THE LITERATURE 8 Material Possession Attachment 8 Clothing Disposition Behavior 9 Clothing Disposition Behavior based on Material Possession Attachment 10 Keeping in Storage 12 Donation 12 Giving to Family or Friends 13 Selling 14 Throwing Away or Destroying 15 Generation Y 16 Research Questions 19 III. METHODOLOGY 21 Methodology 21 Qualitative Research 22 Recruitment Procedure and Sample Selection 24 iv Table of Contents – continued CHAPTER Interview Questions 27 Data Collection Procedure 28 Data Analysis Procedures 29 IV. RESULTS 31 Analysis of Interviews 31 Coding of interviews 34 Attachment 36 Self Identity 36 Mental Energy 36 Affiliation 37 Interpersonal Ties 37 Public Meaning 38 Emotional Attachment 38 Condition of the Garment 39 Cost 40 Lack of Interest 40 Within Case Interviews 41 Disposition Behaviors 43 Reasons for Disposition Behaviors 47 Sentimental Keepers 49 Sentimental Keepers and Minimalist Reducers 50 v Table of Contents – continued CHAPTER Minimalist Reducers 51 Mother Sentimental Keeper 52 Attachment to the Wedding Gowns and Disposition Behavior 52 Influence of Participant’s Mother on Disposition Behavior 54 V. DISCUSSION AND RECOMMENDATIONS 56 Discussion of the Findings and Implications 56 Disposition Behavior 57 Reasons for Disposition Behavior 59 Attachment to the Wedding Gowns and Disposition Behavior 61 “Trash the Dress” Photo Shoot 62 Baby Boomers and Generation Y’s Symbolic Garments 63 Study Strengths and Limitations 63 Strengths 63 Limitations 64 Implications and Recommendations for Future Research 64 Recommendation for Future Research 66 Conclusions 66 REFERENCES 70 APPENDICES 79 A. Message on Facebook 79 B. Letter to Businesses 80 vi Table of Contents – continued APPENDICES C. Recruitment Flyer 81 D. Response Email 82 E. Questionnaires, Interview Scripts, and Data Collection Instruments 83 F. HSIRB Approval Letter 85 G. Informed Consent 86 H. Screen Shot of Facebook 89 vii LIST OF TABLES 1. Codes used for analysis 32 2. Exemplar statements of codes used for analysis from the interviews 34 3. Influencing factors affecting attachment to wedding gown 41 4. Within case analysis of individual interviews 43 5. Disposition behaviors and factors that influenced behavior 46 6. Disposition behaviors associated with reasons given for behavior 48 viii CHAPTER I INTRODUCTION The purpose of this study is to explore symbolic clothing disposition behaviors of Generation Y women in relation to their wedding gowns. Generation Y women are the children of Baby Boomers, born between 1980 and1994. The clothing disposition behavior of Generation Y has been studied in the academic literature in general, but not in relation to symbolic garments. The media suggests disposition behavior of Generation Y in relation to their wedding gowns that is different from the documented disposition behavior of Baby Boomers. The purchase decision-making process of Generation Y wedding gown owners is documented in the academic literature (Geller, 2001; Howard, 2006; Jellison, 2008; Otnes & Pleck, 2003). The bride, in preparation for her wedding, identifies her needs for a wedding gown, collects information about wedding gowns, evaluates alternatives, purchases her gown, and finally enjoys her dress or is disappointed with her dress (Engel, Blackwell, & Kollat, 1978; Jellison, 2008). The decision-making process is influenced by the consumer’s beliefs, culture, and social values as well as psychological and economical factors (Engel et al., 1978). The academic literature on weddings and brides describes consumer behavior of Generation Y during the acquisition and consumption stages, but not disposition behavior (Geller, 2001; Howard, 2006; Jellison, 2008; Otnes & Pleck, 2003). This study will examine disposition behavior of Generation Y, but their acquisition and consumption behaviors will also be considered, which may be related to the owner’s attachment to the wedding gown. In other words, acquisition and 1 consumption behaviors of wedding owners may contribute to the attachment they have toward their wedding gowns and hence affect the disposition stage of their behavior. Clothing disposition behavior can be divided into two general categories: keeping and disposing of permanently. Keeping behavior can be expanded to using as designed, repurposing, and storing (Jacoby, Berning & Dietvorst, 1977). Disposing behavior refers to the act of getting rid of a garment. Disposition behaviors include giving away, selling, and throwing away. In this study the term disposition behavior will refer to keeping and/or disposing of a garment in general. Symbolic clothing is defined as clothing that represents and communicates assigned meanings. It is a social tool that helps the individual communicate values and beliefs to others (Grubb & Grathwohl 1967). Symbolic clothing is part of identity development (Leigh & Gabel, 1992). The meaning of symbolic clothing is socially constructed and defined, and helps the individual define situations and reasons for interaction, making it easier to relate to others (Kaiser, 1983).